Form → Function → Fascination
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Wayfinding
Factory wayfinding strategy and design done together with Muriel Ann Ricafrente (STUDIO MIMU).
Wordmark
Wordmark for the new Gelato Messina HQ precinct. Inspired by the Italian migrant community and industrial niehgbourhood around Marrickville. Custom Acid DOSS from Sharp Type to match the existing parent wordmark.
Placemaking
Placemaking strategy and large-scale neon signage for the new Gelato Messina HQ precinct, Messinaville. Made by the amazing local craftsmen at SignKiosk.
Creative Direction for Mode Festival, an all-day music festival held on Cockatoo Island / Wareamah each year, inspired by the idea of ravers as modern pagans.
Website
Fesstival program, artist pages and interactive web design for Mode Festival. Built by Arron McKay.
Campaign Art Direction
Campaign imagery for Mode Festival, celebrating alter egos. Shot with Anne Thu Pham, styled by Long Truong, hair by Kyye Reed, makeup by Carly Lim, and featuring a number of local fashion designers/brands.
Typeface
Custom typeface for Mode Festival that subverts Helvetica into Acitevleh. Engineered by Michael Norman.
Wayfinding
Wayfinding system and signage design for Mode Festival.
Identity
Exhibition identity for Additional Assets by Subversus.
Posters
Exhibition posters for Additional Assets by Subversus at m2 Gallery, Surry Hills. The show featured the works of 52 filmmakers. Printed by Carbon8.
Identity
Rebrand for Australia’s leader in music distro and artist services, Get Your Record Out. Done at Pretty–Soon® with Joseph Dennis and Michael Norman.
Wordmark
Get Your Record Out wordmark, using custom Diatype by Dinamo.
Motion
Motion system for Get Your Record Out, celebrating the global distribution of Australian talent.
Design System
Bus stop takeover for Now or Never, a festival of art, ideas, sound and technology in Naarm (Melbourne).
Identity
Identity for Now or Never. Completed at Semi Permanent with Anastasia Liolio, Harrison Cromarty and Janey Li.
Art Direction
Art direction for festival photography embracing the blurring of moments being felt in real-time.
Motion
Now or Never motion system, blending hues of red and pink to celebrate ephemerality and the emotional warmth of urgency.
Titles for Oleum by Subversus and commissioned by the Sydney Opera House, a film that reimagines the opera format through a Western Sydney lens.
Poster
Custom typography and illustration for Oleum by Subversus. A reimagining of classical gothic typefaces through the industrial lens of Sydney’s Western suburbs. 3D by Muriel Ann Ricafrente.
Titles
Film titles and credits designed for Oleum — A Sydney Opera, by Subversus and commissioned by the Sydney Opera House.
Campaign
Custom type treatment for Under Armour’s S/S254 Back 2 School campaign. Completed at Pretty–Soon®.
Motion
Motion direction for Under Armour’s S/S254 Back 2 School campaign. Filmed by Very Taste and VFX by Maxwell Prendergast.
Art Direction
Frame from Under Armour’s S/S254 Back 2 School campaign. Shot by Very Taste.
Heatgear Art Direction
Frame from Under Armour’s S/S254 Back 2 School campaign. Shot by Very Taste.
60 Years Campaign
Design for Woolmark’s 60 Year anniversary. Completed under the Creative Direction of Mitchell Oakley Smith.
Activation
Custom table tennis paddels and spatial design for the adidas x Gucci activation in Pitt St Mall.
Animation
Scoreboard animation for the adidas x Gucci activation in Pitt St Mall.
Identity
Visual Identity for Woolmark’s new sustainability program, Woolmark+, bringing together innovations in farming, land care and nature positive wool production. Completed at Semi Permanent. Creative Direction by Mitchell Oakley Smith.
Logo
Symbol and identity system for Woolmark+, that features a woven plus alongside Franco Grignani’s iconic skein.
Iconography
A set of icons to compliment the Woolmark+ visual identity, taking on the stenciled qualities of the plus.
Festival Design
Scaffold structure signage for the entrance of the Semi Permanent Wellington Art & Design Fair. Designed with Gigi Fong.
Festival Identity
The identity for Semi Permanent 2023 revolved around the idea of ‘Reformation’ embodied by a motion-led system that embraced rearranging graphics. Designed with Harry Cormarty.
Signage
The 2023 edition of Semi Permanent made more use of digital screens to accomodate the motion-led design system. Designed with Janey Li.
Tote Bag
The Semi Permanent tote bag is an iconic marker of inquisitive creative. For the 2023 edition, we custom printed a camo pattern on a heavier drill material. Designed with Gigi Fong.
Typeface
Custom typeface for Future State NZ, a Semi Permanent and Spark NZ collaboration. The typeface was inspired by the holepunched data cards read by early computers.
Screen Design
Conference content and animations for Future State NZ.
Wayfinding
Signage for Future State NZ played up the language of the festival.
Icon System
Future State NZ’s iconography works on the same grid as the typeface and helps to communicate a summary of the big ideas behind each keynote.
Identity
Visual identity for Future State NZ, a Semi Permanent and Spark NZ collaboration. The festival brings together leaders in tech and sustainability to discuss radical innovations for a better future. Completed at Semi Permanent, with Harrison Cromarty and Janey Li.
Curation + Hosting
The Hopes & Dreams Club, powered by Adobe, brought together the community for an evening of talks under the theme of ‘Fever Dream’. Curated a diverse lineup of the industry’s most exciting new voices and hosted the night.
Spatial Design
A massive 30m projection of experimental graphics for the Hopes & Dreams Club: Fever Dream, powered by Adobe. Motion by Michael Norman.
Poster
The Hopes & Dreams Club, powered by Adobe, brought together the community for an evening of talks under the theme of ‘Fever Dream’. Completed at Pretty–Soon® with Michael Norman.
Digital Activation
The Hopes & Dreams Club were invited by Adobe to showcase the community’s work at MAX in 2023. The venue displayed artworks from the global club members across 5 walls. Completed at Pretty–Soon® with Michael Norman and Maxwell Prendergast.
Visual Identity
The Afro Caribbean Carnival announced its lineup to the infectious rhythms of Alison Hinds. The campaign took inspiration from early reggae and dub posters and brought life to every element through motion.
Visual Identity
The Afro Caribbean Carnival is an annual festival of Afro Caribbean music and culture. The 2025 identity puts rhythm at the heart of the design system, with a type treatment that dances on the page. Completed with SODAA.
Exhibition Catalog
Renowned Naarm-based artist, RONE, brought his sold out immersive exhibition to the Art Gallery of Western Australia. Publication design featuring photos of the original Flinders St exhibition and fold-out spread of the Perth-exclusive room he created.
Exhibition Catalog
Editorial spreads from TIME•RONE at the Art Gallery of Western Australia.
Exhibition Identity
The TIME•RONE exhibition identity spanned everything from a large-scale digital takeover at Yagan Square through to print, signage and socials. Completed at Pretty–Soon®.
Website
The TIME•RONE website expanded upon our time-inspired design system and brought contemporary interactivity to the online experience. Build by Digital Creative.
Campaign
Motion and design for Vicoria Pham’s debut album, COSMOSIS, released on the Hospital Hill record label. Album artwork by Jonathan Zawada.
Gifting Campaign
Creative direction for Incu’s end of year gifting campaign. Completed at Semi Permanent. 3D by Will Stephenson.
Store Graphics
Store VM for Incu’s end of year gifting campaign. Oversized vinyl stickers and sculptural balloon plinths were set up across stores all over Australia.
Gifting Campaign
Creative direction for Incu’s end of year gifting campaign. 3D by Will Stephenson.
Wordmark
Exploration and custom cutting of Land and Form Studios’ new wordmark. The resolved wordmark uses a custom version of Reform by Source Type.
Rebrand
Land and Form Studios are an Eora-based landscape architecture firm that focus on bringing people and nature closer together through design. The new visual identity embraced more natural curves set against precise right-angles, and brought a native flora-insipred colour palette into the toolkit.
Iconography
A series of icons for Land and Form Studios, building upon their new visual language.
Presentation Templates
Bolder page designs for internal templates and tender documents for Land and Form Studios.
Typography
A refined type system built around Futura for Land and Form Studios.
Poster
Poster design for the A$AP x Puma: Mostro 3D limited edition colourway.
Campaign
Design direction for the A$AP x Puma Mostro 3D limited edition colourway campaign. Taking inspiration from vintage sci-fi and kaiju films. Completed at Pretty-Soon® with Michael Norman and Cameron Galley.
Campaign Graphics
Campaign graphics for the A$AP x Puma Mostro 3D limited edition colourway. With Michael Norman and Cameron Galley.
Animation
Promotion for Muriel Ann Ricafrente and I’s keynote at Close Up Talks, a monthly gathering run by SCCO Studio.
Visual Identity
Identity for Simple Complex, an advanced daily nutrition brand. The design system is powered by the magic ratio ‘72:1’, which is the product’s distinctive formulation of vitamins, minerals and wholefood ingredients.
Website
Website design for Simple Complex. Completed at Pretty–Soon®.
Rebrand
Full rebrand for nib health insurance. Visual identity, art direction, motion principles, web and brand guidelines. Completed at Landor with Sam Wall, Abi Singman, Chiara La Rosa, Elodie Hennessy-Trupheme and Avi Bamra.
Illustration Art Direction
With Seb Curi for nib health insurance.
Campaign
In collaboration with 4A Centre of Contemporary Art and City of Sydney, Studio MIMU created a campaign to promote iconic restaurants in Eora’s Haymarket. The campaign featured Kylie Kwong, Benjamin Law, Luisa Brimble and James Jirat Patradoon.
Campaign
Design, illustration and custom typography for Jensen Interceptor’s AU tour presented by Bizarro.
Visual Identity
Identity for 1963Winter, an experimental floral design studio by Shanice Tran.
Campaign
Design for 1963Winter’s editorial campaign.
Design System
Overview of projects for 1963Winter, featuring collaborations with ASICS, Above The Clouds and Chinatown Country Club.
Campaign
Motion for 1963Winter’s editorial campaign.
Spatial Design
‘Trust The Process’ brought the Hopes & Dreams Club down to Naarm for a creative workshop on Adobe’s AI tools. The spatial design embraced the stripped back warehouse aesthetic to feature a statement scaff structure with digital screens. Build by Boom.
Poster
Animated poster for the Hopes & Dreams Club: Trust The Process creative workshop, powered by Adobe. Completed at Pretty–Soon®.
Curation + Hosting
The Hopes & Dreams Club, powered by Adobe, curated a lineup of digital artists featuring David Porte Beckefeld, Tom Vanderzeil and Ruiying Zeng. The evening and interviews were hosted by me.
Rebrand
New wordmark for Semi Permanent, festival of creativity and design. Custom Universal Sans by Family Type. Designed with Harrison Cromarty, Gigi Fong and Janey Li.
Campaign
OOH Campaign for Semi Permanent 2022 Sydney.
Spatial Design
Window transformation and signage design at the heritage-listed Carriageworks for Semi Permanent 2022 Sydney.
Publication
A monumental tome of creative ideas, iconic design and a 20 years archive of the Southern Hemisphere’s largest festival for creativity and design. Completed at Semi Permanent. Creative Directed by Murray Bell and Mitchell Oakley Smith. Designed with Harrison Cromarty, Gigi Fong and Samson Ossendryver.
Photography
Art Direction for Semi Permanent’s 20-year book. Shot with the idea this would become a time capsule of inspiration for future generations to propel from. Photographed by Anna Pogossova.
Publication
Editorial design for Semi Permanent: 20 Years Forward & Back, featuring work from Jonathan Zawada, Banksy, Sabine Marcelis, Virgil Abloh, Gail BIchler and many more. Creative Directed by Murray Bell and Mitchell Oakley Smith. Designed with Harrison Cromarty, Gigi Fong and Samson Ossendryver.
Identity
Animated poster for Laid Back2Back, an intimate evening of talks and music with Derrick Gee at Lawson Flats in Boorloo (Perth).
Identity
Animated poster for Laid Back2Back with Derrick Gee.
Poster
Poster inspired by ‘The Rain’, a poem by Yukio Tsuji.
Business Cards
Letterpressed business cards for RaddatzKueber. Printed by Kopo Studios on Colorplan paper.
Design System
A selection of posters and type layouts for RaddatzKueber.
Identity
Visual Identity for architectural practice, Raddatz Kueber. A rational approach to their pracitce in careful understanding. Set in Gerstner-Programm by Forgotten Shapes.
Website
Design for the Rare with Google website, celebrating 7 years of DE&I education and action within the creative industries. Completed at Semi Permanent with Harrison Cromarty. Build by Phantom.
Website
Guidelines for the Rare with Google website. Designed with Harrison Cromarty.
Artist Treatments
Animated image treatments for artists on the Phoenix Central Park XVII lineup.
Campaign
Comp of the ‘impossible instruments’ series created for Phoenix Central Park Season XVII. 3D by Muriel Ann Ricafrente.
Campaign
Design and animation for Phoenix Central Park Season XIII. Inspired by the flames of the mythical bird the venue is named after.
Animation
Text treatment for Phoenix Central Park Season XIII.
Editorial
4-page editorial design for Victoria Pham’s essay and musical piece for Soft Stir Issue 3. The design is inspired by Pham’s musical piece which combines field recordings with deep, droning distortions. The spread is designed as if the reader was moving between layers of sediment and earth. 3D by Muriel Ann Ricafrente.
Campaign
Creative Direction and design for Hi-Fest, a hyperpop festival out of Boorloo (Perth). Alongside Muriel Ann Ricafrente, we envisioned a series of ‘intergalactic rave babies’ to become mascots for the festival.
Artist Tiles
Artist announcement tiles for Hi-Fest.
Retail Design
To launch the Jacquemus x Nike collection at the Incu Galleries, we created a monlithic sculpture inspired by the sand dunes featured in the runway and transformed the space into a gravity-defying tennis court. Completed at Semi Permanent. Creative Direction by Murray Bell. Build by Paul Wells. Florals by Colourblind Florist.
Poster
Animated flyer for Objekt b2b CCL, presented by Bizarro.
Spatial Design
Creative diection and design for ‘No Place Like Home’ a Hopes & Dreams Club exhibition, powered by Adobe. The artists’ works were hung from nostalgic Hills Hoists, which were suspended upside down from the ceiling throughout the warehouse space. Completed at Pretty–Soon®. Build by OMG Events.
Spatial Design
Design for ‘No Place Like Home’ a Hopes & Dreams Club exhibition, powered by Adobe.
Campaign
Poster design for ‘No Place Like Home’ a Hopes & Dreams Club exhibition, powered by Adobe. The HD Club began as a way of fostering creativity on Discord during lockdown. The design language for the exhibition brings tactility to the fore and celebrates the analog photography practices embraced by the community.
Motion
Animation for ‘No Place Like Home’ a Hopes & Dreams Club exhibition, powered by Adobe.
The final slide of a lecture I gave at The University of Technology Sydney. It reads, “The only work that stands the test of time, is the work you put into paving the way.”
Identity
Wordmark for the designer with the longest last name in the game.